品牌生态学科发展趋势及其应用

发布时间：2018-05-19 00:37

本文选题：品牌 + 品牌生态　；参考：《企业经济》2014年07期

【摘要】：近年来,生物生态学理论被引介入品牌管理领域,逐步形成了品牌生态学科的基本概念、基本原理及基本方法。本文在国内外相关文献综述基础上,对品牌生态学科的发展历程、框架与重点发展方向以及理论应用前景进行了分析。认为品牌生态学科的发展基本上沿着一条由现象到概念再到原理及应用的理论发展路径展开,其框架主要包括研究意义、研究对象、概念体系、原理体系、研究方法体系以及应用体系等。今后研究重点在于探索并界定品牌生命、品牌生态、品牌生态环境、品牌生态系统等的内涵与基本命题,深入研究品牌生态系统构成及内在规律等。品牌生态学科理论方法的应用有着广阔前景。
[Abstract]:In recent years, the theory of biological ecology has been introduced into the field of brand management, and gradually formed the basic concept, basic principle and basic method of brand ecology. On the basis of literature review at home and abroad, this paper analyzes the development course, framework, key development direction and application prospect of brand ecology. It is considered that the development of the brand ecological discipline is basically carried out along a theoretical development path from phenomenon to concept to principle and application, and its framework mainly includes research significance, research object, concept system, principle system, and so on. Research method system and application system and so on. The focus of future research is to explore and define the connotation and basic proposition of brand life, brand ecological environment and brand ecosystem, and to study the composition and internal law of brand ecosystem. The application of the theory and method of brand ecological discipline has a broad prospect.
【作者单位】：山东大学管理学院;
【基金】：国家自然科学基金项目“公共品牌创建、持续成长及其治理研究”(批准号:71272121);国家自然科学基金项目“基于生态隐喻的品牌管理理论及其实证应用研究”(批准号:70872062)
【分类号】：F273.2

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